Driving commerce everywhere
Your holistic commerce strategy starts here
The world of commerce is evolving. With one-click transactions and drop-off returns, commerce has been sprinting toward speed and efficiency, streamlining sales to the point where shopping has become seamless, but soulless. While convenience may shape how people shop today, it hasn’t replaced the desire for connection, joy and discovery.
TikTok has redefined what it means to shop. What starts in-app doesn’t stay there – thanks to the cultural phenomenon of #TikTokMadeMeBuyIt, commerce on TikTok has leapt from screens to shelves, fueling sell-out success stories across industries.
With 175M monthly active users across Europe alone, TikTok’s community has built a powerful movement, transforming joyful discovery into demand, and demand into sales, offering brands the unmatched advantage of selling smarter, while also showing up in the spaces where people are genuinely inspired to buy.
Discovery to purchase in action
66% are likely to buy from a brand they’ve seen on TikTok Shop.1
2 in 5
say they follow links on TikTok to discover products on a brand’s website.3 62% who discovered a product on TikTok went to a physical location where it’s sold.2
Strategy 1:
Acquiring new customers
TikTok’s full-funnel offering allows you to connect with customers who are both new to your brand – and only on TikTok. With 45% of users4 inactive on other platforms and 63% more likely to shop online,5 TikTok opens the door to a whole new wave of potential customers. Even better? 64% of users who made a purchase after seeing a TikTok ad only saw that ad on TikTok.6 That’s exclusive attention you won’t get anywhere else.
If you’re ready to spark real buzz, drive traffic and convert new customers, here are the product bundles built to make it happen.
Craft your product combo
Landing Page View
Bring users to your website
We’ll show the ad to users who will stay and engage directly on your website.
Did you know?
Use video to show your brand’s value
We’ll show the ad to users that are going to engage with your content.
Reach new high potential customers.
We’ll show the ad to users who are interested in your brand and product and are likely to convert on your website.
When it comes to traffic, Landing Page View combined with sales campaigns drives higher unique purchase lift. higher purchase lift.8 2x 30 1.7x
By combining objectives, brands can drive: % more efficient CPAs.7
Case in point
Matalan Brand: Aim: Approach:
A full-funnel approach positioning the brand as a go-to destination for value-conscious shoppers.
Results: Engage existing customers and attract new audiences.
The brand drove a massive conversion rate peak of demonstrating TikTok’s ability to reach new audiences and drive additional sales.9
28.5%
Learn the five principles for creating effective ads for TikTok – all backed by data. We’ve made it easy for you to get inspired, unlock your creative potential, and start creating today. Creative Tip
Check out the codebook
Strategy 2:
Driving always-on sales
Being active on TikTok is like having your storefront in your audience’s pocket, all day, every day. And the results speak for themselves; campaigns that run for more than three months on TikTok are over twice as likely to drive conversions.10 Why? Because TikTok keeps your brand top of mind at the exact moments that matter –when people are discovering, considering and deciding what to buy.
Read on to learn about the product combinations designed to drive always-on sales, maintain a consistent presence and keep your audience engaged.
Craft your product combo
If you have a catalog
Smart+ Catalog
Reach new customers and retarget existing ones via dynamic product recommendations.
*Leverage Smart+ Web if you do not have a catalog
GMVMax
Maximise profitability by seamlessly integrating all available creatives at scale and optimising both paid and organic traffic for your TikTok Shop.
Did you know brands achieve:
If you have a TikTok Shop +
ACA
Showcase and sell your products with affiliate creatives in shop ads.
incremental GMV Lift when advertisers leverage GMVMax.12 decrease in cost per purchase on average with Smart+ Catalog vs. standard web campaigns.11 30% 36% 1.6x
Case in point
Brand: Aim: Approach:
ON Drive always-on sales for a new product.
Upper-funnel content allowed audiences to discover the brand on TikTok while always-on performance campaigns accelerated conversions.
Results:
The brand saw a significant boost in awareness and conversions, proving the power of TikTok to drive consistent sales for brands. awareness lift total incremental conversions14 +7.7 % +75%
Creative Tip
TikTok One is an all-in-one TikTok creative platform with specific tools designed to create effective TikTok campaigns. Access millions of creators, connect with production partners, and uncover creative insights – all in one place.
Get creative
Strategy 3:
Building your brand
TikTok's unique, leaned-in audience gives your brand the chance to build trust and connect with shoppers in the most authentic, engaging way possible. It’s the perfect platform to not only tell your brand’s story but also generate real buzz. In fact, TikTok outshines other media: it's 69% more effective at driving brand and 1.4X more cost-efficient to reach consumers compared to other Retail and e-commerce brands have already seen remarkable results, with campaigns significantly boosting recall, awareness and association.17
Want to be next? Keep reading to explore the product bundles that will help you achieve these results.
Craft your product combo
Premium Placements
Drive the most impactful and engaged reach available on TikTok +
+ Reach and Frequency
Brands achieve: and
Always On Reach
Ensure sufficient media weight for strong foundation
Reach and Frequency
When bundling Standard In-Feed Video and Premium Ad Formats, vs. Standard In-Feed only, +57% +5.7 %
Case in point
Brand: Aim:
Approach:
Results:
ALDI
Boost ad recall, awareness, consideration and intent.
Bundling In-Feed Ads with a premium format.
A substantial increase in ad recall and purchase intent, demonstrating the effectiveness of combining ad solutions for brand building objectives.19
increase in ad recall increase in purchase intent 11.2% 3.1%
Creative Tip
Powered by generative AI, TikTok Symphony is our new suite of creative solutions, designed to enhance every step of your TikTok content creation journey.
Learn more
Strategy 4:
Maximising tentpole moments
From Valentine’s Day to Easter, Christmas to Hanukkah, TikTok is where audiences go to seek inspiration and discover the next big thing. In fact, 73% of users say they’re influenced by TikTok content showing what others buy or receive for special occasions.20 These cultural and seasonal moments offer powerful, context-rich opportunities for product discovery that means your brand can engage and convert at every stage of the shopping journey.
Want to drive impact, spark action, and build lasting brand love? Explore this product strategy to make your next tentpole moment unforgettable.
Build the best bundle
If you have a TikTok Shop
TopView
Showcase your brand immediately when users open TikTok. Capitalise on the upfront placement to tell your brand's story in a splashy moment.
GMVMax
Maximise profitability by seamlessly integrating all available creatives at scale and optimising both paid and organic traffic for your TikTok Shop.
ACA
Showcase and sell your products with affiliate creatives in Shop Ads.
If you have a catalog
TopView
Showcase your brand immediately when users open TikTok. Capitalise on the upfront placement to tell your brand's story in a splashy moment.
Smart+Catalog
Reach new customers and retarget existing ones via dynamic product recommendations
*Leverage Smart+ Web if you do not have a catalog
Did you know? 87% 30% 1.6x lift in conversion rates when combining TopView with commerce solutions.21
higher GMV growth when leveraging affiliate content in Shop Ads.24 %
decrease in cost per purchase on average vs. standard web campaigns.22
incremental GMV Lift when advertisers leverage GMVMAX.23
Unpack your full impact with robust measurement
Now you’ve got those strategies under your belt, let’s lock down measurement. In an evercompetitive environment, it’s becoming more and more important to be able to quantify the true business value generated by your ads. That’s why we’ve put together this guide to creating an effective full-funnel measurement strategy.
Prove TikTok works
Understanding TikTok's efficacy to influence business outcomes
Conversion Lift
Make decisions based on incremental returns
Refine & optimise your strategy
Test and learn with ads to enhance brand perception or conversions
Multi-Cell Conversion Lift
Test and learn strategies that increase incremental returns
Multi-Touch Attribution
Make decisions based on upleveled cross-channel attribution
Post Purchase Survey
Make decisions using a turnkey solution that captures TikTok value
Split Testing
Test & learn strategies that increase TikTok Ads Manager ROAS
Grow your business effectively
Evaluate user conversion journey to identify opportunities for growth
Multi-Touch Attribution
Understand the conversion journey on TikTok to identify opportunities.
Conversion Lift
Evaluate incremental growth compared to MTA results
Attribution Analytics
Understand the conversion journey on TikTok to identify opportunities
But remember, measurement of outcomes is not a one-size-fits-all approach. If you're interested in learning more, dive into our measurement guide.
Take your brand to the top
Reach out to your rep to build a tailor-made media strategy for your brand or get started on TikTok Ads Manager. To get campaign insights and strategy recommendations straight to your inbox, sign up to our newsletter. Sign up
